An Airbnb program will teach individuals about the riches of a small UNESCO World Heritage Site for three months. The company will cover flights and will allow volunteers up to €900 each month. The destination is Grottole, which is a small village in southern Italy.
The Airbnb program seeks to revive the town, restoring "the village's cultural center, in addition to filling out [more than 600 vacant] homes." In the first month, individuals will learn about Grottole's culture, the language, and cuisine. They will also explore the points of interest in the region such as the 10th-century castle, wine cellars, and more. In the remaining two months, the Airbnb program will ask participants to "co-host stays" with not-for-profit Wonder Grottle, introducing more people to the brilliance of the town.
Photo Credits: Airbnb
Why This Trend Is Growing
- Community-led Regeneration
- The program's emphasis on restoring the village and involving locals can inspire similar community-led regeneration efforts globally.
- Experiential Tourism
- The popularity of Airbnb's immersive program presents disruptive innovation opportunities in the experiential tourism market.
- Sustainable Travel
- The Airbnb program's focus on sustainability and responsible tourism presents disruptive innovation opportunities in the eco-friendly travel market.
Industries Being Reshaped
- Hospitality
- Hotel chains can implement similar immersive programs in partnership with local communities to provide authentic experiences to their guests.
- Real Estate
- The success of the Airbnb program can inspire real estate developers to focus on regenerating neglected areas instead of building new ones, attracting tourists and boosting the local economy.
- Cultural Conservation
- Non-profit organizations working on cultural conservation can collaborate with travel companies to create sustainable tourism programs that both educate and support the preservation of cultural heritage sites around the world.
